Ad Nut
Sep 11, 2020

Quokkas singing Bonnie Tyler: What you need to end the week

Musical marsupials urge Australians to 'Hold out for a zero' in a campaign for HBF by Leo Burnett.

Australian health insurer HBF has brought back the sassy quokkas it introduced earlier this year for a new campaign touting the fact that its premiums aren't going up. And naturally, the way to do this is to have the quokkas sing a version of Bonnie Tyler's 'Holding out for a hero'—in a 1980s music-video style.

Ad Nut likes that the brand platform is officially a foul-mouthed pun—'Don’t settle for a quokka sh!#’—and that the creators worked this phrase into the song.

The campaign includes TV, influencers and display, plus an extended 60-second lyric video, which will be shared across social and YouTube:

On first glance upon receiving these videos, Ad Nut thought the stars were squirrels, in which case the ads would have gone into Ad Nut's Advertising Hall of Fame. Alas, although they bear a resemblance to squirrels—and are therefore highly attractive and charismatic—quokkas are marsupials. Sorry, distantly related Aussie creatures, you are not eligible.  

Friday-fun bonus

This HBF campaign is good fun, but when it comes to the genre of Bonnie Tyler spoofs, the "literal music video" version of 'Total Eclipse of the Heart' will forever be Ad Nut's favourite:

CREDITS

Client: HBF East Coast
General Manager: David Greig
Brand Lead: Maham Mahmood
Acquisition Lead: Jessica Albanese
Performance & Analytics Specialist: Sam Coughlan
Marketing Coordinator: Hollie Doherty

Agency: Leo Burnett Melbourne
Chief Creative Officer: Jason Williams
Creative Director: Jim Walsh                                                                                                                       
Creative Director: Michelle Walsh                                                                                                                         
Director of Integrated Strategy: Ilona Janashvili                                                                                         
Group Account Director: Kate Silver                                                                                                               
Project Lead: Amanda Nicoll
Account Manager: Tessa Symon
Senior Broadcast Producer: Eliza Malone

Production: Mighty Nice
ECD Animation Director: Darren Price
Executive Producer: Tina Braham

Sound: Bang Bang
Engineer: Sam Hopgood Engineer
Music: Squeak E. Clean Studios

Media: OMD

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.

 

Topics

Related Articles

Just Published

16 hours ago

Campaign Creation Stories: How Tourism New Zealand ...

Campaign debuts a new series in which brand and agency leaders talk about how they collaborated to bring a great piece of work to life. In the premiere, Tourism NZ and Special Group discuss the somewhat insane idea of creating a daily brand video for a full year.

17 hours ago

CMO Power List 2021: Call for nominations

Campaign Asia-Pacific's CMO Power List, a definitive guide to the most influential marketers in the region, is now accepting nominations for its third listing of top marketers.

17 hours ago

The untapped wealth of WeChat data for brands

Brands are not fully realising the opportunity of both capturing and actioning on WeChat's many data touchpoints, with much data sitting unused in third-party systems. The data and consulting director at Artefact advises how to unlock WeChat's data dam.

17 hours ago

Move and win roundup: Week of May 10, 2021

Mindshare, Tyson Foods Malaysia, WPIC Creative Labs, Nielsen and more to come in our weekly collection of people moves and account news.